Legends do not compete. They create, design and dominate new market categories. Amazon + Whole Foods is two category kings coming together to redesign the grocery category. They are doing category expansion.

QVC + Home Shopping Network is category consolidation. The experts who think that by combining, they are better positioned against Amazon are just wrong. Two rocks don’t float any better than one.

There is a massive from to going on in the way people buy. From buying on TV to buying digitally. QVC + HSN does nothing to re-design a new shopping category. And unless they do, they’ll be the loser against Amazon.